1. Red Bull Sustainable
Distribution: Greening
Your Wings

2. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

3. Team 2: Red Bull Green Team
● Gioya Fennelly
○ Columbia University
■ Green Chemistry
● Chris Koh
○ University of Michigan
■ Climate Impact Engineering, Entreprenuership, Sustainable Engineering
● Binod Neupane
○ University of Maine
■ Ecology and Environmental Sciences, Economics
● Marcus Ricci
○ University of Illinois at Urbana Champaign
■ Urban Planning
● Ashley Williams
○ Ohio State University
■ Environment, Economy, Development, and Sustainability

4. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

5. Company: Red Bull
4.6
Billion
165
Market
Share

6. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

7. Goal
Increase
market share
and profits
Improve the
SUSTAINABILITY of
their distribution
network

8. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

9. The How:
Reduce shipping
weight
Promote the use of
alternative
transportation fuels
Company Policy

10. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

11. Reducing Shipping Weight: The Tablet
9.3oz .02oz
96%

12. Reducing Shipping Weight: The Tablet
9.3oz 1.3oz
83%
96%

13. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

14. Current Distribution Network
Wall-to-wall
production Maximize low emission
transportation modes.

15. Leg 1
Distance: 927.9 Km
Mode: Train
Fuel Type: Diesel
CO2 Footprint: 37.gCO2
Example Current Distribution
Channel: Salzburg to Miami

16. Leg 2
Distance: 8046.7 Km
Mode: Barge
Fuel Type: Heavy Oil
CO2 Footprint: 250gCO2
Example Current Distribution
Channel: Salzburg to Miami

17. Leg 3
Distance: 383 Km
Mode: Heavy Duty
Truck
Fuel Type: Diesel
CO2 Footprint: 40.18gCO2
Example Current Distribution
Channel: Salzburg to Miami

18. Leg 4
Distance: 106 Km
Mode: Light Duty
Truck
Fuel Type: Diesel
CO2 Footprint: 7.75gCO2
Example Current Distribution
Channel: Salzburg to Miami

19. Proposed Red Bull Distribution
Channel
Leg 1
Distance: 927.9 Km
Mode: Train
Fuel Type: Diesel
CO2 Footprint: 37gCO2
Leg 1
Distance: 927.9 Km
Mode: Train
Fuel Type: Diesel
CO2 Footprint: 32g
Reduction: 11%

20. Leg 2
Distance: 8046.7 Km
Mode: Barge
Fuel Type: Heavy Oil
CO2 Footprint: 250gCO2
Leg 2
Distance: 8046.7 Km
Mode: Barge
Fuel Type: Wind, Heavy Oil
CO2 Footprint: 20g
Reduction: 20%
Proposed Red Bull Distribution
Channel

21. Leg 3
Distance: 383 Km
Mode: Heavy Duty Truck
Fuel Type: Diesel
CO2 Footprint: 40gCO2
Leg 3
Distance: 383 Km
Mode: Heavy Duty Truck
Fuel Type: CNG
CO2 Footprint: 35g
Reduction: 11%
Proposed Red Bull Distribution
Channel

22. Leg 4
Distance: 106 Km
Mode: Light Duty Truck
Fuel Type: Diesel
CO2 Footprint: 7.75gCO2
Leg 4
Distance: 106 Km
Mode: Light Duty Truck
Fuel Type: CNG
CO2 Footprint: 6.
Reduction: 11%
Proposed Red Bull Distribution
Channel
Leg 4
Distance: 106 Km
Mode: Light Duty Truck
Fuel Type: Full Electric
CO2 Footprint: 3.5g
Reduction: 54%

23. GHG Comparison of Alternative
Transportation Networks
75%
87%

24. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

25. Company Policy: Driver Training
Reduce highway speeds: 27%
Efficient braking and
efficient accelerating: 10%
Total potential mileage
improvement: From 6mpg to 10.5
mpg
Mileage Improvements
due to Behavior Change

26. Company Policy: Alternative Fuel Promotion
 Lobby federal and state governments to incentivize alternative
transportation fuel use.
 Convert Red Bull shipping to alternative fuels through shipper
contract mandates and incentivizing capital improvements.
Utilize Smith Electric Vehicle Subsidies

27. Outline
 Introductions
 Company: Red Bull
 Goal
 The How
 Reducing Shipping Weight
 Regionalizing Distribution
 Company Policy
 Entrepreneurship: Expand the market

28. US EPA SmartWay
Program that helps freight
shippers, carriers, and logistics
companies improve fuel-
efficiency and save money.
Red Bull is already a partner.

29. Shipping Costs by Form and Fuel
76%
83%
96% 98%

30. Cost Savings by Transportation Methods & Product Form
61%
29%
30% 52%
63%
Best Case Scenario:
Tablet and
CNG/Electric with a
98% Reduction

31. LEED Retrofitting of Regional Canning Centers
Cost savings from utilizing alternative fuel and
more efficient product forms will be used to
retrofit canning centers over time into LEED
certified buildings.

32. The Green Edition
New product at the forefront of Red Bull’s
flight to sustainability
Naturally derived green tea flavors

33. The Greening Your Wings Campaign
This combination of increased sustainability and market
share will be the key to Red Bull’s new Greening Your
Wings Campaign.
GHG Reductions